Delivery drivers get hearts racing with dopamine hit

Category: Data & Insights
Delivery drivers get hearts racing with dopamine hit

Research reveals that it’s not Brits’ other halves that get hearts racing the most, but their delivery drivers. A new study has revealed that the average Brits’ heart rate nearly doubles when a delivery driver arrives (46% increase) compared to just 22% when their other half walks into a room. This study shows the importance of getting the delivery right as a mispicked order or damaged product is going to disappoint at just the moment your customer is more excited about shopping with you.

In a new social experiment led by Generation Logistics, a recruitment campaign for the logistics industry, UK participants’ were fitted with a heart rate monitor in order to calculate the average heart rate of 60 beats per minute (bpm). Heart rates were then reviewed when a delivery driver knocked on the door, rising to an average of 88 bpm which is significantly higher when compared to their romantic partner entering the room, which hit a steady average of 73 bpm.

And it doesn’t stop there, as even placing an online order gets Brits’ hearts pumping by an extra 12 bpm, with Sunday and Monday revealed to be the most popular days for online shopping, indicating a pick-me-up for the Sunday, and a way of battling the work blues on a moody Monday. There are even two peak hours for online shopping – 10am and 8pm – meaning shopping while working at home and after work is particularly popular3. 

Generation Logistics can now reveal the science behind retail therapy and the dopamine-hit that shoppers feel when ordering parcels online, which no doubt contributed to an elevated heart rate in the experiment. 

Did you know that our brains release dopamine every time we place an order? The brain releases dopamine in anticipation of a reward rather than in receipt of an award – making the order transit process the most exciting part of the customer journey. But this only works when a customer knows their order is coming, which is why confirmation emails, delivery updates and parcel tracking are vital in the customer experience.

Mairead Molloy, Psychologist and Global Director, Berkeley International

Although the delivery drivers arrival delivers dopamine, in today’s current climate it is still incredibly important to ensure we are not overspending, and keeping within our spending means and limits. 

Being aware of our emotions around money and how we earn and spend it allows us to be more in partnership with money, and use it as a tool for creating a lifestyle that just feels good. 

Leisse Wilcox, Embodied Wealth Coach

Thanks to today’s nimble, sophisticated logistics industry, customers have access to hundreds of different products that can be delivered to doorsteps in a matter of hours without ever leaving the house. Logistics makes buying products easier and more accessible, which links to convenience and how important this is to customers.

Without the logistics sector people would be forced to find other ways to collect their most desired items, even travelling hours for one package. Logistics was actually one of the few sectors that benefitted as a result of the pandemic, as lockdowns drove e-commerce and delivery traffic, and the industry saw dramatic growth. As a result, there’s been a rise in opportunities for those who are looking to enter the sector. 

– Bethany Windsor, Programme Manager, Generation Logistics


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